Attribution system Kochava is out with its first rank of the top 20 mobile advertisement networks, The particular Traffic Index , which this intends to make available quarterly. [Free; registration required.]
In order, the top 20 networks are:
- Unity Ads
- Bing Ads
How the rating was determined. The particular ranking is based on four metrics associated with ads that drive app puts, which is mostly what Kochava steps and assigns credit for.
They are signal clarity, scams, quality and correlation (the record relationship between clicks and conversions) reported by the networks. Kochava combines with 3000 or so mobile advertisement networks.
Signal clearness is the data surrounding clicks, thoughts and postbacks. Head of Customer Analytics Grant Simmons told me that will networks sometimes only report ticks, for instance, and are less clear regarding related data, such as device IDENTIFICATION, creative ID, transaction ID and so forth. Postbacks are the data that Kochava returns to the network, relating to if the ads led to app installs, which data is used by networks designed for optimization.
The % of fraudulent traffic is based on dimension via Kochava’ s fraud system, and quality is how many energetic users the network retains. The amount of active users, Simmons noted, hence relates to the quality of the ads as well as the inventory in a given network.
Other rankings. Simmons pointed to 2 other rankings of mobile advertisement networks, by attribution firms Appsflyer and Tune, although the latter’ ersus attribution business is now owned simply by deep linking firm Branch. The in the rankings, he said, is the fact that Kochava puts more emphasis on transmission clarity, and thus on the quality associated with correlation between click and set up.
Why this particular matters to marketers. “ This [ranking] is an effort to clear up this particular industry, ” Simmons said, including that it is “ remarkably fraudulent. ”
By encouraging cellular ad networks to up the high quality and transparency of their reporting, this individual said, his company is looking to give a boost to the vitality of cellular advertising outside the dominating duopoly associated with Google and Facebook. Marketers may use this kind of evaluation to determine which systems qualify for their business, and, by doing so, help to encourage the trend toward visibility.
This tale first appeared on MarTech Today. To get more on marketing technology, click here.
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